The Role
Lead marketing strategy and execution to drive demand, adoption, activation, and retention for medical device solutions. Plan and run demand-generation campaigns, product launches, sales enablement, field activation, partner programs, and analytics to improve funnel conversion, utilization, and ROI while collaborating with sales, clinical/education, and cross-functional teams.
Summary Generated by Built In
The Marketing Manager is responsible for driving business growth through strategic planning and execution of marketing initiatives across professional segments. This role focuses on demand generation, product and solution adoption, customer activation, and utilization growth, working in close partnership with Sales, Clinical/Education, Inside Sales, and other cross‑functional teams.
The role requires a strong balance of strategy, execution, commercial acumen, and on‑ground activation, with the ability to translate business objectives into scalable marketing programs.
Key Objectives
- Deliver annual operating plan (AOP) targets through effective marketing execution
- Drive customer acquisition, activation, and retention
- Increase adoption and utilization of products and solutions
- Improve conversion across the funnel—from leads to active, productive customers
- Build strong brand preference and market leadershi
Role expectations
Key Responsibilities
1. Strategy & Growth Planning
- Own the marketing strategy and annual plan aligned with business priorities
- Define segmentation, targeting, and activation models across customer groups
- Identify growth opportunities across products, workflows, and customer profiles
- Translate strategic priorities into clear execution plans and KPIs
2. Product, Portfolio & Solution Marketing
- Support lifecycle management of products and solutions including launches, upgrades, and positioning
- Develop clear value propositions and messaging tailored to different customer segments
- Partner with regional or global teams to localize strategies and offerings
- Monitor competitive landscape and develop counter‑strategies
3. Demand Generation & Customer Acquisition
- Drive demand through integrated marketing programs including events, digital campaigns, education, and partnerships
- Build and scale lead generation engines across multiple channels
- Improve lead quality and conversion through better profiling, messaging, and journeys
- Support inside sales and field teams with targeted campaigns and assets
4. Customer Activation & Utilization Growth
- Design programs to support successful onboarding and early customer activation
- Drive higher utilization and repeat usage through education, enablement, and practice development initiatives
- Address adoption barriers through training, workflows, and targeted interventions
- Support long‑term customer success and retention
5. Sales Enablement & Field Activation
- Develop sales enablement tools including pitch decks, playbooks, objection handling, and case stories
- Partner closely with sales teams to drive effective field execution
- Support demos, workshops, events, and local activations
- Align marketing programs with sales priorities and customer needs
6. Campaigns, Brand & Engagement
- Execute marketing campaigns to build awareness, preference, and engagement
- Manage events, launches, congresses, and educational programs
- Build peer‑to‑peer influence through testimonials, speakers, and advocacy
- Strengthen brand presence through localized and in‑market initiatives
7. Partnerships & Ecosystem Development
- Collaborate with external partners to extend reach and impact
- Enable partners with training, tools, and co‑marketing programs
- Build scalable models that support pipeline creation and customer engagement
8. Analytics, Insights & Performance Management
- Track performance across key metrics including acquisition, activation, utilization, and ROI
- Use data and customer insights to refine programs and improve effectiveness
- Share insights with stakeholders to support decision‑making and future planning
Cross‑Functional Collaboration
- Work closely with Sales, Clinical/Education, Inside Sales, Finance, and Operations
- Operate effectively in a matrix organization, influencing without direct authority
- Act as a connector across teams to ensure aligned execution
What we're looking for
Qualifications & Experience
Required
- Bachelor’s degree in Marketing, Business, Life Sciences, or related field
- 8–12+ years of experience in marketing, preferably in B2B, healthcare, medical devices, or services
- Experience in demand generation, product or solution marketing, and field enablement
- Strong analytical, communication, and project management skills
Preferred
- Experience working with professional customers or service providers
- Exposure to utilization‑ or subscription‑driven business models
- MBA or advanced business degree
Success Profile
- Strategic thinker with strong execution rigor
- Customer‑centric and insight‑driven
- Commercially minded with strong business judgment
- Comfortable with ambiguity and fast‑changing environments
- Collaborative, resilient, and impact‑oriented
About
Your growth and well-being:At Align, every smile matters. We’re committed to helping you thrive by supporting the health, growth, and well-being of our team members through a variety of tools and programs. While specific offerings may vary by location and role, Align employees can typically expect:Health and well-being programs to keep you thriving in both body and mind.Employee-exclusive discounts on Invisalign products.Learning opportunities through online learning resources and support for your individual development plans.Inclusive, global workplace that fosters collaboration, recognition and belonging.Country and/or role specific details will be shared with you by your recruiter during the interview process. Discover Align:We are a global community of game-changers and smart team players, united by our belief in the power of a smile. Our dynamic team of exceptional employees is dedicated to transforming the industry and creating extraordinary outcomes every day.Align’s core values of agility, customer, and accountability are more than words to work by, they are words we live by. The actions we take every day speak to who we are as a company and our focus on being truly impactful. We celebrate our differences, and the many ways we support one another— ultimately creating a more inclusive organization and world as we continue transforming smiles and changing lives.We foster a culture where thinking differently and seeking new experiences are not just encouraged but celebrated. With the Align Mindset, we empower each other, ensuring every voice is heard and valued in an inclusive environment that inspires creativity and collaboration.At Align, we believe in the power of a smile, and we know that every smile is as unique as our employees. As we grow, we are committed to building a workforce rich in diverse cultural backgrounds and life experiences, fostering a culture of open-mindedness and compassion. We live our company values by promoting healthy people and healthy communities, all with the intent of changing millions of lives, one unique smile at a time. As part of our commitment to innovation, Align Technology includes exocad and Cubicure, companies that enhance our offerings and extend our impact to industry transformation.Eager to learn how we embrace our global differences and nurture employee well-being? Explore Align's culture here!Want to discover more about exocad and Cubicure? Click on their names for additional information.
Skills Required
- Bachelor's degree in Marketing, Business, Life Sciences, or related field
- 8-12+ years of experience in marketing, preferably B2B, healthcare, medical devices, or services
- Experience in demand generation, product or solution marketing, and field enablement
- Strong analytical, communication, and project management skills
- Experience working with professional customers or service providers
- Exposure to utilization- or subscription-driven business models
- MBA or advanced business degree
Align Technology Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Align Technology and has not been reviewed or approved by Align Technology.
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Healthcare Strength — Health coverage includes medical, dental, vision, life, and both short‑ and long‑term disability, along with AD&D and wellness resources. Select locations add region‑specific programs such as medical coverage and Multisport, reinforcing breadth.
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Strong & Reliable Incentives — A corporate bonus plan outlines performance‑based rewards and eligibility, and compensation is described as competitive in commercial roles. Incentive structures in sales are portrayed as offering strong on‑target earnings potential.
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Retirement Support — Retirement programs feature a 401(k) plan with company contribution mechanisms, profit sharing, and a defined contribution pension plan. These elements emphasize long‑term financial security alongside salary and bonus.
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The Company
What We Do
Twenty years ago, we pioneered the world's first clear aligners. Since then, we have continuously innovated with new products and technologies that are revolutionizing treatments for doctors and their patients. Invisalign clear aligners and the iTero Intraoral scanner help dental professionals achieve the clinical results they expect and deliver effective, advanced dental options to their patients. Helping change millions of lives, one smile at a time. Discover your straight path to a bright future at Align. As a part of our smart, diverse and fast-moving global team, you'll make an impact for the market leader that's moving an industry forward. Want to find out what’s next for us—and for you?
